When marketing lives in the cloud... and we live in the field

Scrolling through LinkedIn, I came across a lovely post from a major player in the control room market: the team’s passion “day to day, at their desks”. The setup is gorgeous. A little too gorgeous, actually. Looking closely - thanks to the little logo in the corner of the image - the office is 100% virtual, generated by AI.

The exchange in the comments was actually very friendly and fair play - kudos to them for their transparency. But joking aside, it sums up today’s market rather well.

On one side, players backed by enormous investment funds, whose logic is to merge the sector’s companies into behemoths to be resold to an even bigger ogre. The result: armies of detached marketing teams managing prompts and churning out ultra-polished content - and, sometimes, offices that don’t exist.

On the other side, agile outfits like ours. At Easy Multi Display, we may not have perfect virtual offices straight out of Midjourney. But we make real things: proven hardware, software running in real operations rooms, installed by the very people who develop it.

So for your critical infrastructure, which will it be: a nice clean prompt from the sofa, with a twelve-billion-euro KVM over IP that is heavy to deploy and needs an engineering certification to change a cable… or real, affordable, proven hardware that runs in the field?

Patrice Barrault, co-founder and technical director of Easy Multi Display